Thank you for such a 'spot-on' article. I worked for a few years as an inexperienced/brand new media/PR person for a winery, and your advice is EXACTLY what I found to be the only way to build trust and relationships, AND get the story publicized or at least printed. I believe that we have 2 ears and 1 mouth for a reason - it's been said so many times - listen twice, speak once. It works! I had several well-respected wine writers lament my departure, which made me even more convinced of the value of doing your homework, honesty, and relationships. I am not the world's best writer, although I'm decent (even without AI), but my stories always were published.
This reads more like a desperate defense of an industry in disarray. The wine industry has proven all too willing to compromise that trust for fleeting media attention. Listening skills? A thinly veiled nod to the backroom deals and superficial pitches that really drive your business.
To those eyeing a career in this field, I caution: don't be swayed by external appearances. There's more depth and integrity to be found elsewhere.
Tom, I would also add that an understanding of the wine business and how your client or company makes money is key. Armed with that knowledge you will be able to add tangible value to their bottom lines.
Dear Mr. Wark,
Thank you for such a 'spot-on' article. I worked for a few years as an inexperienced/brand new media/PR person for a winery, and your advice is EXACTLY what I found to be the only way to build trust and relationships, AND get the story publicized or at least printed. I believe that we have 2 ears and 1 mouth for a reason - it's been said so many times - listen twice, speak once. It works! I had several well-respected wine writers lament my departure, which made me even more convinced of the value of doing your homework, honesty, and relationships. I am not the world's best writer, although I'm decent (even without AI), but my stories always were published.
Influencers seem to be more important than currying favor with the dying wine editorial world. Marketing won’t die but PR?
Wark,
This reads more like a desperate defense of an industry in disarray. The wine industry has proven all too willing to compromise that trust for fleeting media attention. Listening skills? A thinly veiled nod to the backroom deals and superficial pitches that really drive your business.
To those eyeing a career in this field, I caution: don't be swayed by external appearances. There's more depth and integrity to be found elsewhere.
You crack me up, Walker.
Tom, I would also add that an understanding of the wine business and how your client or company makes money is key. Armed with that knowledge you will be able to add tangible value to their bottom lines.